The Ottawa Regional Cancer Foundation has retained The Collective of Toronto to promote its new Maplesoft Centre for cancer patients. The centre specializes in coaching for patients and caregivers as a complement to traditional medical treatment. The 30-second television commercial, depicting a cancer patient describing her experiences, is intended to convey the purpose of the centre and to raise awareness of the brand. "The commercial spot conveys a very powerful message that brilliantly expresses the nature of the Maplesoft Centre and how it is unique in our community," said Shannon Bain, vice-president of communications and marketing at the foundation. "The Maplesoft Centre is a place of empowerment, about getting control back. Already the spot has generated a huge response from the community."